A) Design and usability Poor of design and usability of Websites can lead to lost productivity and revenue.

The question of how to improve the design of informational Web sites is thus of critical importance. Information, navigation, graphic, and experience are the design components can be further refined into the aspects depicted in Figure. The bottom levels correspond to information, navigation, and graphic design (for example, text elements and formatting reflect the information design); the top levels correspond to experience design. The figure shows that text, link, and graphic elements are the building blocks of Web interfaces. Aspects on the next level address the formatting of these building blocks, and the subsequent level addresses page formatting. The top two levels address page performance and site architecture [4]. By using a MaxamineTM web analyst tool, we can use these components to assess a website design.

Ref1.Efficiency Evaluation of E-Commerce Websites A. K. Abd El-Aleem, W. F. Abd El-wahed, N. A. Ismail, F. A. Torkey Nielsen defines the usability of a website as the ease with which the user can learn to manage the system and memorize the basic functions, the efficiency of design of the site, the degree of error avoidance and the general satisfaction of the user. In particular, the usability is a quality attribute that assesses how easy the user interfaces are to use and we can identify five dimensions or quality attributes: learnability, efficiency, memorability, errors, and satisfaction Ref2 J. Nielsen, Heuristic evaluation. In Usability Inspection Methods (J. Nielsen and R. L. Mack, Eds.), , John Wiley & Sons, New York, NY., 1994. [Online]. Available: http://www.useit.com/papers/heuristic/heuristic_list.html. Design factors related to visual cues (e.g., layout, color) are important in order to get a positive response of the consumer and to facilitate consumer goals Ref3 [15] S. A. Eroglu, K. A. Machleit and L. M. Davis, Atmospheric qualities of online retailing: a conceptual model and implications, Journal of Business Research, Special Issue on Retail Strategy and Consumer Decision Research, vol. 54, no. 2, pp. 177-184, 2001. The generic heuristics for attractiveness and aesthetic design are as follows: Judicious use of color:

Color use should be balanced and low saturation pastel colors should be used for backgrounds. Designs should not use more than 2-3 fully saturated intense colors. Symmetry and style: Visual layout should be symmetrical, e.g. bilateral, radial organization that can be folded over to show the symmetrical match. Use of curved shapes conveys an attractive visual style when contrasted with rectangles. Structured and consistent layout: Use of grids to structure image components and portray a consistent order; grids need to be composed of rectangles which do not exceed a 5:3 height to width ratio. Depth of field: Use of layers in an image stimulates interest and can be attractive by promoting a peaceful effect. Use of background image with low saturated color provides depth for foreground components. Choice of media to attract attention: Video, speech and audio all have an arousing effect and increase attention. Music can attract by setting the appropriate mood for a website. Use of personality in media to attract and persuade: this principle applies primarily to e-commerce websites when use of human image and speech can help to attract users and persuade them to buy goods by being polite and praising their choices. Design of unusual or challenging images that stimulate the users imagination and increase attraction: unusual images often disobey normal laws of form and perspective. Ref4 Kristof, R. & Satran, A. Interactivity by design: creating and communicating with new media. Adobe Press, Mountain View CA, 1995. Ref5 Mullet, K. & Sano, D. Designing visual interfaces: communication oriented techniques. unSoft Press, Englewood Cliffs NJ, 1995 B)Content Consistent visual style This heuristic is on the borderline between the two sets. Visual style is generic in the sense that a website needs to be consistent in terms of layout and image, but the style also needs to reflect the corporate values. Hence a website targeted at the youth market should use arousing material, whereas a site targeted at older users may use more restful, natural images. For tranquility, choosing natural world content is advisable; conversely the image of a modern, dynamic organization is reinforced by technological subject matter (e.g. racing cars, jet aircraft, and spacecraft) Visibility of identity and brand The effectiveness of this heuristic depends on the strength of the brand image and corporate identity. The design principle just recommends making the identity visible in a consistent manner. Matching arousal to users mood and motivation This heuristic focuses on the match between the user model and website content. Variations to be expected are between age and gender. Ultimately this is a complex topic dealt with in many books on marketing research. Stimulating users interest by secondary motivation Attractiveness can be increased by adding functionality that is not geared to the sites primary purpose, but may attract for another motivation. Some examples are placing games and simulations on e-commerce sites for users amusement. Selecting content to suit users requirements

This should result from a sound requirements analysis, but poor content display may confound a thorough requirements analysis. Content related to users requirements should be clearly stated, in unambiguous language, with clear cues on how to find it. Ref6 Reeves, B. & Nass, C. The media equation: how people treat computers, television and new media like real people and places. CLSI/Cambridge University Press, Stanford CA /Cambridge, 1996.